The Estee Lauder Companies has created a new division aimed at boosting its global marketing efforts and driving traffic to its e-commerce sites. The company appointed veteran marketing executive Georgia Garinois-Melenikiotou to oversee the division.

Cosmetics manufacturer and marketer The Estee Lauder Companies Inc. has created a new division, The Corporate Marketing Center of Excellence, aimed at boosting its global marketing efforts and driving traffic to its e-commerce sites. The company appointed Johnson & Johnson marketing executive Georgia Garinois-Melenikiotou, to oversee the division as senior vice president, corporate marketing, effective April 1.

In her new role, Garinois-Melenikiotou will oversee the corporate marketing team that supports Estee Lauder’s brand-specific marketers as well as its research and development and regional teams. She will lead efforts to strengthen consumer marketing effectiveness across the organization.

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The Corporate Marketing Center of Excellence will work with the other teams on marketing strategies and tools, including digital marketing, to drive consumers to the brands’ e-commerce sites. It will also focus on marketing those e-commerce sites through social media programs.

In her 20 years at Johnson & Johnson, Garinois-Melenikiotou held a number of executive positions. Most recently, she served as president, beauty global business unit strategy and new growth, with responsibility for driving global growth for beauty products. To fill her new role at The Estee Lauder Cos., No. 129 in the Internet Retailer Top 500 Guide, she will relocate from Paris to New York.

“I am confident that Georgia’s extensive marketing experience, her deep knowledge of the global marketing and innovation process, combined with her comprehensive understanding of the beauty industry, will make her a fantastic addition to our leadership team,” says Estee Lauder president and CEO Fabrizio Freda.